This document describes a situation where the author led a change initiative in their company's telecommunications business strategy for the youth segment. Previously, the company's marketing actions like social media, products, pricing, and events were not integrated and did not effectively target youth customers. The author worked with a team to implement an integrated strategy through open discussions, identifying objectives, and removing barriers. This led to coordinated online and offline platforms and offerings that better met youth needs. The author believes an IE Master's program would help strengthen their change management competence to lead through constant change in the telecommunications industry and prepare for changes at personal and global levels.
1. D. Cite at least one example of when your leadership had an impact on or
changed a certain situation, and justify how an IE Master’s Degree
program would help you to strengthen or improve this competence.
6. Facebook Fanpage
Advertisement Phones
Tariffs
Events
Fans were young but
posts were too
formal
Youth oriented accesories
not included in offers
(Ex: Headphones)Accesories
Not special tariffs for
students
(Ex: Free access to
social networks)
Diversified actions
for Youth segment
with no connection
between them
Lack of personalized
phones
Events concentred
far from young
meeting points
No integration in actions for the
Youth
7. Actions were not integrated
There was not a common mission
Objectives were not clear
9. Honest discussions
Brainstorming
Identify Key people to
lead change
Enforce
communication
Common objectives
Remove change
barriers
Build a concrete
mission of integration
Integrated Strategy
Managing Change
Is the youth segment a
relevant target for us?
Why?
What are our customers
expecting for us?
Where are the youth? Enforce
online communication
Teamwork formed to work in
the “Youth project”
Why are we remaining to formal
in our Marketing actions?
All marketing actions should
follow the same premises
Employees should be aware of the
importance of the youth for the Company
All marketing actions should
follow the same strategy
premises
11. Integrated Strategy for the Youth Segment
4 Premises for the Strategy Value propositionCustomer Needs
o Include “Digital” content in
every action
o Create an emotional
interaction with customers
o All actions must be 360°
(Including all the Marketing
Mix)
o Focus in new trends as the
youth are the referents of new
technologies
In people between
14 and 24 years,
Communication
needs become
various and complex
Online
Platform to
interact with
the youthSome relevant needs in the
use of Phones and
Communication services
Communication everywhere
/ Network coverage
everywhere
Always online / Always
Connected
Instantaneity (“I want it
now”)
Social inclusion (My link with
friends, girls, fanpages, etc)
3 new platforms to reach the target
and create “moments of truth”
Offline events
in
colleges, unive
rsities, clubs
to create a
direct link
Make it Tangible:
Easy access to
products and
services to convert
this new
interaction in new
customers
12. Strengthening Change Management at IE
Preparing for a dynamic world in constant change
Change at a Personal Level
Change at a Global Level
Making Change Happen
In Telecommunications Industry,
make change happen is vital to
stay in the market and continue
growing because new
technological advance is updating
constantly
External changes such as
technological advance and new
customer behaviors should be
studied to fullfill change
Equip myself to spread change
management and to convince my
team that change is necessary
